With more than 700,000 people expected to descend on Atlanta for Super Bowl LIII, one company is looking for a way to repurpose excess food accumulated over the weekend. Goodr, the Atlanta-based startup working to eliminate food waste nationwide, has teamed up with the NFL and NFL Green, the organization’s environmental program, for this year’s Super Bowl.
Goodr uses blockchain technology to find uses for excess food in communities. Corporate clients can donate food through the Goodr app, monitor pickups and deliveries, and track the amount of food donated over time.
NFL Green is focused on making the Super Bowl the most sustainable sports championship in America. The program has also partnered with Verizon Green and Zoo Atlanta for this year’s big game.
Handling the NFL’s official events will be no small feat. Goodr CEO Jasmine Crowe said the team began expanding when it got the green light for the partnership a few months ago. The company also had to buy more equipment for this weekend’s event. Goodr will continue serving its Atlanta clients, who are also set to benefit from the influx of tourists in the city, throughout the weekend.
“We’re making sure that the food collecting expands far and wide outside of Atlanta,” Crowe said. Goodr is sending its donations to non-profit companies located in neighboring counties to reach a broader set of residents.
In August, the company raised $1.25 million to expand to Raleigh, N.C., Chicago and Los Angeles. One of Goodr’s largest clients is Hartsfield–Jackson International airport.
Crowe said she plans to continue the partnership for next year’s game in Miami. Earlier this month, Goodr launched a “pop-up” grocery store in partnership with the Atlanta Hawks. The company also provided surplus food for senior citizens on Martin Luther King, Jr. Day.